Head of SEO & Organic

This is a senior leadership role with end-to-end accountability for Betfred’s organic growth strategy, performance and long-term search visibility across all products and priority markets. The Head of SEO will set the vision, define the roadmap and lead execution across technical SEO, content, authority-building and performance analysis, ensuring that organic search is a meaningful driver of acquisition, retention and revenue.

The role is responsible for identifying key performance indicators, translating commercial objectives into a clear organic growth strategy, and creating the operating framework through which success is measured and delivered. This includes leading and developing a team of 8 across article copywriting for  and SEO strategy, building high standards of execution, and constantly identifying new ways to align content, technical performance and customer intent to optimise organic growth in a highly competitive market.

Ultimately, the long-term goal is to increase Betfred’s market share by strengthening visibility, improving customer engagement and establishing a clear competitive point of distinction in line with the company’s desired positioning and brand values.

• Own and evolve the enterprise SEO strategy to drive sustainable, long-term organic traffic growth, customer acquisition and revenue across key markets.
• Lead, mentor and develop the team, including article copywriters and SEO specialists, creating a high-performance culture with clear objectives, accountability and progression.
• Set the strategic direction for technical, on-page and off-page SEO, ensuring best practice is consistently implemented across all platforms, products and content journeys.
• Develop and scale high-performing content strategies across betting and gaming categories, aligning search demand, brand positioning and commercial priorities.
• Constantly identify new opportunities to align content, technical SEO, UX and conversion performance to optimise organic growth and improve the quality of traffic.
• Act as the senior SEO lead for the business, influencing cross-functional stakeholders and ensuring SEO is embedded into product, development, content and performance marketing plans.
• Manage relationships with internal content teams, external agencies and affiliate partners to maximise organic visibility, authority and return on investment.
• Monitor algorithm updates, competitor activity and wider industry trends, adapting strategy at pace to protect and grow rankings in a highly competitive SERP landscape.
• Collaborate with product and development teams to improve site architecture, page performance, crawlability, indexation and overall technical health.
• Manage and deliver to agreed KPs, clearly communicate performance, risks, opportunities and strategic priorities to senior stakeholders and demonstrate tangible revenue associated to SEO.
• Work closely with the performance marketing team to identify efficiencies across paid and organic channels
• Issue weekly and monthly performance updates, presenting trends, actions and recommendations with clarity and commercial relevance to senior leadership.
• Champion testing, innovation and continuous improvement, ensuring the function remains proactive in identifying new levers for organic visibility and market share growth.
• Manage budgets and ensure spend is efficiently managed
• Ensure all activity is full governed by process and in line with compliance guidelines

• Minimum 7+ years in SEO, including significant experience in a senior or head-of-function role within the Online Gaming, Casino or Sports Betting sector.
• Proven leadership experience managing and developing high-performing teams, with the ability to lead specialists across content, copywriting, technical SEO and strategy.
• Strong track record of building and delivering multi-market SEO strategies that increase organic visibility, qualified traffic, conversion and revenue in regulated markets.
• Proven experience ranking for high-value, high-competition keywords in highly competitive search environments.
• Strong budget management skills
• Expert knowledge of site architecture, Core Web Vitals,…